Planned customer journeys
The more you know about how a person uses your app, the better you can market to them and encourage them to subscribe. That’s where Customer Journeys come in.
People buy subscriptions and make in-app purchases when they feel there’s value in doing so. Customer Journeys help you understand when that value will be most apparent to users, allowing you to offer purchases at just the right time. Your first step is to find out who your users are.
This is another technique where Mailchimp’s data analytics comes in handy. On your audience dashboard, you’ll find information about your users—when they joined, what they buy, and so forth. Mailchimp even uses advanced machine learning to predict their ages and genders, letting you create more detailed personas for them. The more you know about your users, the more accurately you can predict what they’ll do with your app and what’s most important to them.
Defining journey stages
A customer journey is essentially a map of how people use your app. Each user’s experience will be different, but there’s usually a common pathway that people follow.
Imagine you have a budgeting app with a freemium model. Your users might start by downloading the app and creating an account. They then start experimenting with basic features like entering expenses and creating a simple budget. Next, they’ll want to set up more accounts, add alerts, or connect multiple users to track family expenses.
Curating the journey
When you understand how people engage with your app, you can identify just the right moment to prompt users with an in-app purchase, new subscription, or package upgrade. To return to the budgeting app described above, you’d look at which features people start using after they’ve taken a while to get comfortable with the free features. Which are the most popular? What pages or features behind a paywall do they try to visit most frequently? Those are moments to engage and offer access to features through a purchase.
Remember to extend your journey beyond the first few days and months of use. How do you want people to engage after they’ve been with you for a year, when their subscriptions are up for renewal? What will they be doing, and how will you remind them that those activities are valuable?
Prompting for payment
Once you’ve curated a journey and know the features that are most appealing to users based on their segment or cohort, you can craft a marketing strategy to engage with them. You want to be able to reach those users in a timely manner with a message that’s relevant to what they’re doing. This is where Mailchimp’s behavioral targeting and behavior-based automations come in handy.
Continuing with the budgeting app example, if you notice that users on your free plan are most likely to upgrade once they’ve used your “share expenses” feature, you can use your API or SDK to track when a user interacts with that feature. The information will populate on that user’s contact profile along with the date and time they engaged with the feature. You can set up a behavior-based automation triggered by that action—it will automatically send an email to that user within a certain amount of time of using that feature to offer them a subscription with expanded features. This way, you don’t have to monitor the activity daily—Mailchimp will do it for you and make it easy to increase revenue from those users.